The decade of uncertainty

This article is available for reading in Trade magazin 2025/11.

The research identified nine major global trends, some of which were presented to interested parties in a webinar by four Ipsos experts from four continents.

A bit of gloom

One of the biggest findings of the survey is that the population’s optimism about their own situation, that of their families and that of their place of residence has declined to a surprising extent: by 7 percentage points. This pessimism isn’t new, but over the past year it has become particularly striking that fewer and fewer people feel that the coming period will bring positive changes. Searching for the causes of this pessimism, Ipsos experts attribute importance to three main macro forces: the economy, technological development and society. The economy needs to be recalibrated in today’s more politically tense environment than we are used to. Technology is a double-edged sword: the rise of AI, the (de)regulation of social media and data security issues have become part of our everyday lives. Demographic shifts (longer life expectancy and lower birth rates) are putting pressure on aging populations as well as governments.

Global mood and vision for the future

How people feel in this transforming environment and how they respond to changes is well illustrated by the attitudes of respondents towards globalisation, technology and brands. Globalisation – division and uncertainty: opinions remain divided on the advantages and disadvantages of globalisation. Although 64% still believe that globalisation is beneficial for their country and 60% feel its positive effects firsthand, last year 65% of respondents thought that there were too many immigrants living in their country. This represents a 4 percentage point rise compared to 2024. Technology – hope and fear: last year’s Ipsos report talked a lot about the tension surrounding technology, which stemmed in part from the knowledge that we know very well we need technology to solve the problems of the future. This attitude has changed significantly and now already two out of three people share this view. At the same time, fear is also growing: 54%, of people worldwide (+13% compared to 2013) believe that technological progress is “destroying our lives”. The power of trust: today 65% of respondents say they buy brands that reflect their personal values – and this proportion has been growing steadily since 2013. The issue of trust and identity takes centre stage: many people are willing to pay more for brands whose image resonates with their own values.

Coping with uncertainty

Escape into individualism: many people are tired of the proliferation of choices – having to choose between brands, products and different lifestyles, and a feeling of overload and apathy is becoming more common worldwide. Instead of wanting to climb the corporate ladder, more and more people wish to go their own way: autonomy and work-life balance have become the most important values. Nouveau nihilism: this trend is characterised by disillusionment with political systems, declining trust in institutions and growing anti-elite sentiment. The belief that governments neglect the problems of the people has become widespread, as more than half of those surveyed in all countries participating in the study share this opinion. Return to old systems: for many people nostalgia for the past offers refuge from the complexity of the present. Although this is often merely a harmless longing for a time when life was simpler, safer and more predictable, in some cases it can fuel dangerous political trends such as nationalism and populism.

Global vs. local

However, knowledge of global trends alone isn’t enough: they create real value when they can be applied to local markets. This is very well illustrated by the example of China, where health has long been a hot topic but mental well-being only became important in recent years. While brands previously focused mainly on price and functionality, since 2017 emotional benefits have pushed forward. In China people generally have a positive attitude towards technology and are less concerned about its effects than in other countries. Opinions on AI-based customer service are divided: 26% believe that it is mainly good for companies and only 20% reckon that consumers also benefit from it. Growing confidence in the technology has led to increased trust in local products, which indicates that brands should strive to activate global trends in a relevant and effective way on local markets, but in a way that they also create local value in a globalised world.